Jajem gin: Atone for the things you woke up with

December 18, 2018

Here’s a Christmas message that stands out from the crowd. It offers redemption for your bad alcohol-fuelled behaviour – at least some of it. It comes from an alcohol brand.

“Everyone has done it at some point in their life, drank a little too much and woke up with an enormous hangover. And you might have woken up with another surprise… a traffic sign, Virgin Mary statue, beer glass or a book about the theory of relativity on your pillow.

“We are Jajem, a jenever brand from Amsterdam. We feel partly responsible for this problem. That’s why we want to bring the true Christmas spirit to life and collect all these Drunk Trophies to bring them back to their rightful owners.

“This is the ultimate opportunity to start the new year with a clean slate. And a bit of redemption for the things you’ve done in 2018.”

Jajem is sponsoring the Drunk Trophies website, a place where people can donate their trophy objects and where hospitality entrepreneurs can claim back stolen paraphernalia.

The idea came from YouTube sensation, Topanga & Kapowski. The launch video was directed by Aaron van Valen and produced by Czar Amsterdam. Willem de Kam photographed the trophy objects.

“What I liked about this idea is that it brings a fresh angle to the Christmas spirit, which is accompanied by a hangover half the time anyway,” stated Aaron van Valen.

The founders of Jajem also have a number of other hospitality businesses in Amsterdam. They often experience this seemingly innocent form of theft. “In the Kopstootbar, our bar on the Leidseplein, a stuffed ferret has been stolen several times,” explained co-founder, Jamie van der Will. “And in the other pubs, glasses get stolen every week. Not the worst, but annually we’re talking about thousands of euros, of course.”

The whole collection is displayed on the Drunk Trophies’ Instagram page. The collection already contains an extensive range of objects, but the goal is to get even more.

Sunny Bakhtiar, creative director of Jajem Amsterdam noted, “This is the ultimate chance to start the new year with a clean slate. The goal would be to organise an exhibition of the most extraordinary objects and a book that showcases this peculiar collection of stuff.”